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Unit 1 Business Start-ups 1

Text A How to Prepare to Launch Your Start-up 2

Text B Seven Great Ways to Finance a Start-up 7

Supplementary Reading Five Lessons for Start-ups from Buffy the Vampire Slayer 12

Test Yourself 15

Unit 2 Marketing 19

Text A Conducting Market Research 20

Text B Marketing Can Do Better 25

Supplementary Reading Coca-Cola Marketing Shifts from Impressions to Expressions 30

Test Yourself 33

Unit 3 Advertising 38

Text A Where Is Advertising Going?Into"Stitials" 39

Text B Ethical Issues in Online Advertising 43

Supplementary Reading Why Television Is the Place Advertisers Wantto Be Again 48

Test Yourself 51

Unit 4 Stocks 55

Text A An Introduction to the Stock Market 56

Text B Stocks：Five Market Mistakes to Avoid 61

Supplementary Reading Why Stocks Are Riskier than You Think 66

Test Yourself 71

Unit 5 E-commerce 75

Text A E-commerce Industry 76

Text B Customer Retention：Keep Customers by Growing Relationships Online 81

Supplementary Reading An Internet with Chinese Characteristics 86

Test Yourself 90

Unit 6 Innovation 95

Text A The Eight Essentials of Innovation 96

Text B Seven Steps to a Culture of Innovation 101

Supplementary Reading What Is Making Enterprise Innovation Possible 107

Test Yourself 111

Unit 7 International Trade 115

Text A How to Start Selling Internationally 116

Text B Global Logistics/Supply Chain Best Practices—To Support and Drive Business Success and Trends 122

Supplementary Reading Dating and Business：Not All That Different 127

Test Yourself 129

Unit 8 Manage Your Money 134

Text A Are You Buying It? 135

Text B Advice for Young Investors 140

Supplementary Reading Ten Tips for Realistic Money Management in College 145

Test Yourself 148

Unit 9 Insurance 153

Text A Types of Insurance 154

Text B The Five Big Health-care Dilemmas 160

Supplementary Reading Umbrella Coverage for Preventing Your Ruin 167

Test Yourself 169

Unit 10 Negotiation 173

Text A How to Negotiate Effectively 174

Text B Negotiating Your Way Out of a Bad Situation 180

Supplementary Reading Three Negotiation Skills That Can Jump-start the Economy 186

Test Yourself 189

Unit 11 Leadership 193

Text A Leadership：Intentional Influence 194

Text B Ten Communication Secrets of Great Leaders 199

Supplementary Reading Seven Leadership Lessons from an NBA Coach 205

Test Yourself 209

Unit 12 Sheconomy 213

Text A Woman Power：The Rise of the Sheconomy 214

Text B Nurturing a Baby and a Start-up Business 221

Supplementary Reading The Vicious Cycle of the Gender Pay Gap 227

Test Yourself 230

Unit 13 Green Economy 234

Text A A Global Green Deal 235

Text B Eco-friendly Model Home in Maryland Reflects Green Movement's Edging into the Mainstream 240

Supplementary Reading The Trouble with Green Product Ratings 246

Test Yourself 250

Unit 14 Tourism 255

Text A Five Ways to Make Travel Easier,Starting with a Single Shoe 256

Text B Vacation Blues as Tourists Stay at Home 261

Supplementary Reading Hotels Try Harder to Woo Business Customers 267

Test Yourself 269